"In anticipation of the Killzone 2 release, SCEA will also be launching a new television ad campaign this week in collaboration with Killzone 2 developer Guerrilla Games, Los Angeles based Zoic Studios and ad agency Deutsch LA. Coined the "Bullet" commercial, the new ad was rendered entirely in-engine via the incredible power of the Killzone 2 engine and PS3 technology to preserve the unique visual and epic gameplay experience.
"Every single frame of this commercial was directly rendered on a PS3 without the need for additional tweaking or touching up. We're very proud that our game engine technology has reached the point where we don't have to resort to software pre-rendering," said Hermen Hulst, Managing Director. "In that regard it is a testament to our commitment to deliver on what we promise. What you see is what you get."
SCEA will also be releasing a playable version of the ad, where users can control the camera view to explore the behind-the-scenes techniques used to create the ad. This version will also include a director's commentary explaining the team's efforts to develop a campaign that was true to the actual gaming experience"
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